Good Food, a UK food media brand published by Immediate, has announced the launch of Good Health, a new sub-brand showcasing health journalism content aimed at social audiences hungry for clarity and science-based advice.
According to the publisher, Good Health posts health videos 5-6 times a week on Instagram, TikTok and YouTube created by an in-house team, alongside curated content from specialist contributors delivering accessible and science-backed health advice.
The publisher says the Good Health core content pillars are:
- Healthy eating
- Wellbeing
- Fitness
- Your health, with current myth-busting content ranging from sleep, gut health, supplements to weight loss jabs, diabetes and women's health.
Good Health also offers recipe inspiration, the publisher continued, such as Fibremaxxed sweet potato brownies, Marry-me butter beans and Tiramisu baked oats.
Good Health’s team of content collaborators include Melissa Hemsley, Dr Chintal Patel, Jordan Haworth (Mr Gut Health), Divya Sharma (Dr Bowl), Caff Rabess, plus Good Health’s registered nutritionist Melissa Kuman and Good Food’s Deputy Health Editor Issie Keeling.
The launch is supported by new research and a whitepaper from Good Food on ‘How the UK Really Eats’. The study exposes a lack of trust and clarity, particularly among young people, about how to eat healthily, added the publisher. Commissioned by YouGov, with over 2,100 respondents, the study reveals 26% of UK adults believe nutritional advice is often confusing or overwhelming. Crucially, one in five (21%) do not know which sources to trust, with nearly a quarter (24%) stating they would welcome clearer, more straightforward guidance.
This confusion is leading young adults to unverified sources, making them vulnerable to misinformation, the publisher continued. For the 18-24 age group, social media (31%) is their top source for nutritional information, trumping the NHS or Government websites (27%) and well ahead of those who turn to doctors and health professionals (17%) or traditional food media (17%). This is despite just 2% of AI analysed nutrition video content on TikTok proving to be accurate according to research from DCU Business School.
This is something the brand says it is aiming to challenge with accessible science-backed content. Since soft-launching in September, Good Health social channels have already gained an impressive 9.8m impressions, 4.3m video views and 480k engagements, as well as 8.26k followers.
Natalie Hardwick, Good Food’s head of multiplatform operations, says: “Our audiences prioritise health and with the launch of Good Health we guarantee hype-free, myth-busting content brought by doctors, nutritionists, dieticians and specialists, giving on topic advice that our fast-growing community can live by. The Good Health team takes a deep dive into the latest research, trending social topics and viral recipes, allowing us to act quickly to produce content that’s truly zeitgeist but most importantly – accurate, relatable and no-nonsense.”
Emma Hartfield, Good Food’s health editor, says: “Good Health is a hugely exciting project, taking health content from Good Food and transforming it into a fast-moving social-first brand to reach a whole new audience. Sticking to our ethos of expert-created, research-backed content, we’re proud to be a brand that our followers know they can trust in the Wild West of online health advice.”
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